April 20, 2024

5 key elements to a high-converting newsletter landing page

Tell me if this resonates with you: You spend hours creating the perfect newsletter content every week, but your subscriber count doesn't come close to reflecting the hard work you're putting in.

It's a frustrating reality that many creators face (myself included). If you're confident that a) your content is valuable and b) you're writing for your ideal audience, then you might have a lackluster landing page on your hands.

If that's the case, I have good news—with a few strategic tweaks, you can transform your landing page into the subscriber magnet you know it can be.

In this article, I'll break down the essential elements of a high-converting newsletter landing page so you can start building the engaged audience your content deserves.

The 5 key elements

I've been writing, designing, and building newsletter landing pages for over a decade. During that time, five key elements were always present in every successful landing page I've created. Let's break each element down in more detail.

1. A compelling headline

We'll start with the first thing visitors to your landing page will see: your headline. This is your one and only chance to make a strong first impression.

Your headline should be clear and concise, and most importantly, it should promise a solution or benefit that resonates with your target audience.

For example, instead of a generic headline like "Sign Up for Our Newsletter," try something more specific and benefit-driven, like "Get Insider Tips to Boost Your Productivity and Achieve Your Goals."

This headline clearly communicates the value subscribers will receive and targets a specific pain point (productivity and goal achievement).

2. A supporting section

The supporting section can either be a subhead or paragraph, but either way, it only has two jobs:

  1. Support and reinforce the promise in your main headline
  2. Explain how you'll deliver on that promise

Sticking with our example from above, a meaningful supporting section would be:

"Join 10,000+ high-achievers who receive our weekly productivity hacks and expert insights."

This supporting section reiterates the benefit (productivity hacks and expert insights) while leveraging social proof (10,000+ high-achievers) to build trust.

3. Optimized sign-up form

When it comes to sign-up forms, less is often more. Your headline and supporting subheadline should do a lot of the heavy lifting to get your ideal audience on board—so don't soil the experience with an overly complicated sign-up form.

Reduce sign-up friction by only requiring the bare minimum information needed—which, in most cases, is just an email address. Remember that you haven't delivered on the promise of your headline yet, so asking for too much information upfront can tank your conversion/sign-up rates.

However, if appropriate, you can ask for a first name in addition to the subscriber's email address. This can help with personalization, which almost always improves CTR in email delivery.

Don't push it, though—the email address is really all you need.

4. Above-the-fold content

If you're unfamiliar with the term "above-the-fold," it refers to the part of your landing page that's visible to the user without them having to scroll.

Content above-the-fold is prime real estate, so make sure you place the most relevant and compelling part of your newsletter landing page here. Your headline, subheadline, and form should all fit nicely, nestled into this crucial part of the screen.

Remember: the "fold" will change depending on the device, so consider how your content will look on mobile, tablet, and desktop screens.

5. Testimonials (optional but incredibly helpful)

Social proof is one of the best things you can feature on your newsletter landing page. If you have glowing testimonials from satisfied subscribers, you should 100% feature them on your landing page to build trust and credibility.

When featuring testimonials, be sure to include the person's photo, name, and position or company (if relevant). This helps to humanize the testimonial and makes it feel more authentic.

One more thing: Don't forget about design and user experience

I've covered the five key elements of successful newsletter landing pages in detail above. But there are a few other things you should be aware of that could impact your page's success (and conversion rates).

Even if your content is top-notch, a cluttered, confusing, or slow-loading page can quickly turn visitors away.

Aim for a simple, intuitive design that guides visitors towards your sign-up form. Use whitespace strategically to break up content and make your page easy to scan.

And remember to optimize your page load speeds. Tools like GTMetrix and Google Lighthouse can help you identify and fix any performance issues.

By now, we know what to do to create a successful newsletter landing page. But sometimes, seeing is believing.

To that end, let's look at my newsletter landing page for Digital Native. As you look it over, the key elements should be familiar:

  1. A clear, benefits-driven headline.
  2. A supporting section that reiterates the benefit and creates authority.
  3. An optimized sign-up form asking only for an email address.
  4. All of the content is above the fold (no scrolling)
  5. A glowing testimonial from a satisfied subscriber (thanks, Yvonne!)
Digital Native landing page

My newsletter landing page's current CNR (conversion rate) is above 50%, which is what you should aim for on your own page, too.

Putting it all together

Creating a high-converting newsletter landing page is much easier than most people think. By focusing on the five essential components I've covered—a compelling headline, supporting section, optimized sign-up form, above-the-fold content, and optional testimonials—you can create a page that showcases your unique value prop while inspiring people to join your community.

By implementing these best practices and continually testing and refining your approach, you'll be well on your way to building the engaged, enthusiastic subscriber base your content deserves. Happy optimizing!